As a brand or an influencer, you are likely to cover all your social media bases — Instagram, Facebook, YouTube, SnapChat and whatever else might be out there in the world wide web to help you reach as many people as possible. When it comes to influencer marketing, YouTube and Instagram remain the top two go-to’s for branding, outreach, content creation and so on. But some of you might be wondering: why is there a discrepancy between the number of followers I have on Instagram and the number of subscribers I have on YouTube?
This problem is actually more common than you think. Take a look at @nicole.choo’s following on Instagram and YouTube, for example. Despite being one of the most famous Singaporean youth influencers, her following on YouTube is only half the audience she has on Instagram.
Here are 4 simple mistakes you might be making on either platform & how to overcome them so that you can get your social media game where it should rightfully be.
1 – Instagram profile not linked to YouTube / YouTube profile not linked to Instagram
You can actually display your Instagram link on the top right section of your YouTube channel’s home page, like so:
Your subscribers might be keen to follow you on Instagram, and having the link readily available to them makes it easier for them to follow you, as opposed to having to manually search for your account.
Conversely, if you want to redirect your followers from Instagram to YouTube, put the link to your YouTube channel in your Instagram bio.
In this example, local influencer @naomineo_ has linked her entire YouTube channel, so her followers can head over and scroll through all available videos. If there are specific videos you’d like your followers to watch, you can add a couple of them to Lnk.bio — a single URL that allows your followers to pick from multiple links.
2 – Links connect to the wrong URL
This might sound a little silly — don’t laugh! — but a lot of people fall into the ‘typo’ trap. This is especially so when the handle is complicated or contains many characters. Our solution: copy and paste your Instagram profile URL into the relevant box on your YouTube channel. This will ensure your users are redirected to the right page.
Conversely, if you are adding a link to your YouTube channel into your Instagram bio or post, make sure you haven’t just linked www.youtube.com. It sounds unlikely but it’s happened enough for us to include it as an example.
3 – Video description does not include Instagram details
Having your Instagram details on your YouTube homepage is great, but it isn’t enough. Adding Instagram links to each of your video descriptions is a sure-fire way of increasing traffic to your Instagram account.
It is also important not just to display the handle (e.g. @naomineo_) but rather the entire URL. This will increase ease of access because your Instagram feed is just a redirected click away. Using bold and CAPS fonts also helps with visibility: people know exactly where to click if they want to contact you, follow you, or look at your portfolio (website). The whole idea is to make all platforms as seamless and fuss free as possible for your audience.
4 – Swipe up on Instagram stories
The threshold for content consumption on Instagram Stories is a lot higher than on individual posts and feeds. Each photo/video on Instagram Story lasts 15 seconds, so audiences can ideally consume 4 posts in less than a minute — that is a lot of space to market a product or publicize a video, especially with the help of gifs and different fonts to make it appealing.
Importantly, viewers can access your YouTube video directly from the Instagram Story, simply by swiping up.
Influencer @nicole.choo uses her Instagram Story function to post her vlogs as well as prepare her audience for upcoming videos.
Similarly, links can be embedded within YouTube videos to redirect a viewer to your Instagram page. This is done post-production, and we often see YouTubers gesture vaguely to an empty space above their heads (‘click here!’) before a clickable hyperlink appears. Alternatively, you can also add your Instagram handle at the bottom of your video, like a watermark of sorts.
This will alert viewers to the other social media platforms that you have, and encourage them to check it out. In this example, Brenda Tan on YouTube is @wordweed on Instagram and Twitter.
So, if you’ve been wondering why you can’t get the numbers on your YouTube and Instagram accounts on par, check to see if you’ve been making any of these mistakes and get your numbers on the rise.